Marks and Spencer have unveiled Dame Helen Mirren and Ellie Goulding as fronting their autumn campaign.

Alongside the actress and the singer the UK brand has also lined up high profile women from many different industries to represent them and revitalise falling sales in women's wear.

They include artist Tracey Emin, novelist Monica Ali, model and campaigner Katie Piper, ex-ballerina Darcey Bussell and model Karen Elson.

The brand's new style director, Belinda Earl, told the Sunday Times newspaper: ''We were disappointing the customer in terms of quality and style.

''We have more than 34 million customers, but they were by-passing womenswear.

Stephen Sharp, Marks & Spencer's marketing director, added: ''These are people who represent trust.

''Would you trust Helen Mirren? I would. She wouldn't lie. There are people who represent fashion, such as Karen Elson, and a bohemian style through Tracey... she's not going to take any prisoners. She's not going to say things are good if they are not.

''She's bringing a different set of things to the party.''

Also recruited to front the campaign - which was introduced with shots by Annie Leibovitz - are US Vogue creative director Grace Coddington, charity CEO Jasmine Whitbread, singer Laura Mvula, and gold medal winning boxer Nicola Adams.